商業智慧 Business Intelligence

1. 管理決策支援系統與商業智慧 (Management Decision Support System and Business Intelligence) 商業智慧Business Intelligence 1002BI02 IM EMBAFri12,13,14(19:20-22:10)D502 Min-Yuh Day 戴敏育 Assistant Professor 專任助理教授 Dept. of Information Management, Tamkang University 淡江大學資訊管理學系 http://mail. tku.edu.tw/myday/ 2012-02-24

2. 課程大綱 (Syllabus) 週次 日期 內容（Subject/Topics） 備註 1 101/02/17 商業智慧導論 (Introduction to Business Intelligence ) 2 101/02/24 管理決策支援系統與商業智慧 (Management Decision Support System and Business Intelligence) 3 101/03/02 企業績效管理 (Business Performance Management) 4 101/03/09 資料倉儲 (Data Warehousing) 5 101/03/16 商業智慧的資料探勘 (Data Mining for Business Intelligence) 6 101/03/24 商業智慧的資料探勘 (Data Mining for Business Intelligence) 7 101/03/30 個案分析一 (分群分析)： Banking Segmentation (Cluster Analysis – KMeans) 8 101/04/06 個案分析二 (關連分析)： Web Site Usage Associations ( Association Analysis) 9 101/04/13 個案分析三 (決策樹、模型評估)： Enrollment Management Case Study (Decision Tree, Model Evaluation)

3. 課程大綱 (Syllabus) 週次 日期 內容（Subject/Topics） 備註 10 101/04/20 期中報告 (Midterm Presentation) 11 101/04/27 個案分析四 (迴歸分析、類神經網路)：Credit Risk Case Study (Regression Analysis, Artificial Neural Network) 12 101/05/04 文字探勘與網頁探勘 (Text and Web Mining) 13 101/05/11 文字探勘與網頁探勘 (Text and Web Mining) 14 101/05/18 智慧系統 (Intelligent Systems) 15 101/05/25 社會網路分析 (Social Network Analysis) 16 101/06/01 意見分析 (Opinion Mining) 17 101/06/08 期末報告1 (Project Presentation 2) 18 101/06/15 期末報告2 (Project Presentation 2)

4. Decision Support and Business Intelligence Systems Chapter 1: Decision Support Systems and Business Intelligence Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

5. Changing Business Environment • Companies are moving aggressively to computerized support of their operations => Business Intelligence • Business Pressures–Responses–Support Model • Business pressures result of today's competitive business climate • Responses to counter the pressures • Support to better facilitate the process Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

6. Business Pressures–Responses–Support Model Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

7. The Business Environment • The environment in which organizations operate today is becoming more and more complex, creating: • opportunities, and • problems • Example: globalization • Business environment factors: • markets, consumer demands, technology, and societal… Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

8. Business Environment Factors • FACTORDESCRIPTION • Markets Strong competition • Expanding global markets • Blooming electronic markets on the Internet • Innovative marketing methods • Opportunities for outsourcing with IT support • Need for real-time, on-demand transactions • Consumer Desire for customization • demand Desire for quality, diversity of products, and speed of delivery • Customers getting powerful and less loyal • Technology More innovations, new products, and new services • Increasing obsolescence rate • Increasing information overload • Social networking, Web 2.0 and beyond • Societal Growing government regulations and deregulation • Workforce more diversified, older, and composed of more women Prime concerns of homeland security and terrorist attacks • Necessity of Sarbanes-Oxley Act and other reporting-related legislation Increasing social responsibility of companies • Greater emphasis on sustainability Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

9. Organizational Responses • Be Reactive, Anticipative, Adaptive, and Proactive • Managers may take actions, such as • Employ strategic planning • Use new and innovative business models • Restructure business processes • Participate in business alliances • Improve corporate information systems • Improve partnership relationships • Encourage innovation and creativity …cont…> Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

10. Managers actions, continued • Improve customer service and relationships • Move to electronic commerce (e-commerce) • Move to make-to-order production and on-demand manufacturing and services • Use new IT to improve communication, data access (discovery of information), and collaboration • Respond quickly to competitors' actions (e.g., in pricing, promotions, new products and services) • Automate many tasks of white-collar employees • Automate certain decision processes • Improve decision making by employing analytics Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

11. Closing the Strategy Gap One of the major objectives of computerized decision support is to facilitate closing the gap between the current performance of an organization and its desired performance, as expressed in its mission, objectives, and goals, and the strategy to achieve them Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

12. Managerial Decision Making • Management is a process by which organizational goals are achieved by using resources • Inputs: resources • Output: attainment of goals • Measure of success: outputs / inputs • Management  Decision Making • Decision making: selecting the best solution from two or more alternatives Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

13. Mintzberg's 10 Managerial Roles Interpersonal 1. Figurehead 2. Leader 3. Liaison Informational 4. Monitor 5. Disseminator 6. Spokesperson Decisional 7. Entrepreneur 8. Disturbance handler 9. Resource allocator 10. Negotiator Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

14. Decision Making Process • Managers usually make decisions by following a four-step process (a.k.a. the scientific approach) • Define the problem (or opportunity) • Construct a model that describes the real-world problem • Identify possible solutions to the modeled problem and evaluate the solutions • Compare, choose, and recommend a potential solution to the problem Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

15. Decision making is difficult, because Technology, information systems, advanced search engines, and globalization result in more and more alternatives from which to choose Government regulations and the need for compliance, political instability and terrorism, competition, and changing consumer demands produce more uncertainty, making it more difficult to predict consequences and the future Other factors are the need to make rapid decisions, the frequent and unpredictable changes that make trial-and-error learning difficult, and the potential costs of making mistakes Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

16. Why Use Computerized DSS • Computerized DSS can facilitate decision via: • Speedy computations • Improved communication and collaboration • Increased productivity of group members • Improved data management • Overcoming cognitive limits • Quality support; agility support • Using Web; anywhere, anytime support Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

17. A Decision Support Framework (by Gory and Scott-Morten, 1971) Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

18. A Decision Support Framework – cont. • Degree of Structuredness (Simon, 1977) • Decision are classified as • Highly structured (a.k.a. programmed) • Semi-structured • Highly unstructured (i.e., non-programmed) • Types of Control (Anthony, 1965) • Strategic planning (top-level, long-range) • Management control (tactical planning) • Operational control Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

19. Simon’s Decision-Making Process Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

20. Computer Support for Structured Decisions • Structured problems: encountered repeatedly, have a high level of structure • It is possible to abstract, analyze, and classify them into specific categories • e.g., make-or-buy decisions, capital budgeting, resource allocation, distribution, procurement, and inventory control • For each category a solution approach is developed => Management Science Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

21. Management Science Approach • Also referred to as Operation Research • In solving problems, managers should follow the five-step MS approach • Define the problem • Classify the problem into a standard category (*) • Construct a model that describes the real-world problem • Identify possible solutions to the modeled problem and evaluate the solutions • Compare, choose, and recommend a potential solution to the problem Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

22. Automated Decision Making • A relatively new approach to supporting decision making • Applies to highly structures decisions • Automated decision systems (ADS) (or decision automation systems) • An ADS is a rule-based system that provides a solution to a repetitive managerial problem in a specific area • e.g., simple-loan approval system Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

23. Automated Decision Making • ADS initially appeared in the airline industry called revenue (or yield) management (or revenue optimization) systems • dynamically price tickets based on actual demand • Today, many service industries use similar pricing models • ADS are driven by business rules! Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

24. Computer Support for Unstructured Decisions Unstructured problems can be only partially supported by standard computerized quantitative methods They often require customized solutions They benefit from data and information Intuition and judgment may play a role Computerized communication and collaboration technologies along with knowledge management is often used Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

25. Computer Support for Semi-structured Problems Solving semi-structured problems may involve a combination of standard solution procedures and human judgment MS handles the structured parts while DSS deals with the unstructured parts With proper data and information, a range of alternative solutions, along with their potential impacts Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

26. Automated Decision-Making Framework Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

27. Concept of Decision Support Systems Classical Definitions of DSS • Interactive computer-based systems, which help decision makers utilize data and models to solve unstructured problems" - Gorry and Scott-Morton, 1971 • Decision support systems couple the intellectual resources of individuals with the capabilities of the computer to improve the quality of decisions. It is a computer-based support system for management decision makers who deal with semistructured problems - Keen and Scott-Morton, 1978 Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

28. DSS as an Umbrella Term • The term DSS can be used as an umbrella term to describe any computerized system that supports decision making in an organization • E.g., an organization wide knowledge management system; a decision support system specific to an organizational function (marketing, finance, accounting, manufacturing, planning, SCM, etc.) Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

29. DSS as a Specific Application • In a narrow sense DSS refers to a process for building customized applications for unstructured or semi-structured problems • Components of the DSS Architecture • Data, Model, Knowledge/Intelligence, User, Interface (API and/or user interface) • DSS often is created by putting together loosely coupled instances of these components Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

30. High-Level Architecture of a DSS Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

31. Types of DSS • Two major types: • Model-oriented DSS • Data-oriented DSS • Evolution of DSS into Business Intelligence • Use of DSS moved from specialist to managers, and then whomever, whenever, wherever • Enabling tools like OLAP, data warehousing, data mining, intelligent systems, delivered via Web technology have collectively led to the term “business intelligence” (BI) and “business analytics” Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

32. Business Intelligence (BI) BI is an umbrella term that combines architectures, tools, databases, analytical tools, applications, and methodologies Like DSS, BI a content-free expression, so it means different things to different people BI's major objective is to enable easy access to data (and models) to provide business managers with the ability to conduct analysis BI helps transform data, to information (and knowledge), to decisions and finally to action Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

33. A Brief History of BI • The term BI was coined by the Gartner Group in the mid-1990s • However, the concept is much older • 1970s - MIS reporting - static/periodic reports • 1980s - Executive Information Systems (EIS) • 1990s - OLAP, dynamic, multidimensional, ad-hoc reporting -> coining of the term “BI” • 2005+ Inclusion of AI and Data/Text Mining capabilities; Web-based Portals/Dashboards • 2010s - yet to be seen Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

34. The Evolution of BI Capabilities Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

35. The Architecture of BI • A BI system has four major components • a data warehouse, with its source data • business analytics, a collection of tools for manipulating, mining, and analyzing the data in the data warehouse; • business performance management (BPM) for monitoring and analyzing performance • a user interface (e.g., dashboard) Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

36. A High-Level Architecture of BI Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

37. Components in a BI Architecture The data warehouse is a large repository of well-organized historical data Business analytics are the tools that allow transformation of data into information and knowledge Business performance management (BPM) allows monitoring, measuring, and comparing key performance indicators User interface (e.g., dashboards) allows access and easy manipulation of other BI components Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

38. Styles of BI • MicroStrategy, Corp. distinguishes five styles of BI and offers tools for each • report delivery and alerting • enterprise reporting (using dashboards and scorecards) • cube analysis (also known as slice-and-dice analysis) • ad-hoc queries • statistics and data mining Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

39. The Benefits of BI • The ability to provide accurate information when needed, including a real-time view of the corporate performance and its parts • A survey by Thompson (2004) • Faster, more accurate reporting (81%) • Improved decision making (78%) • Improved customer service (56%) • Increased revenue (49%) • A list of BI analytic applications, the business questions they answer and the business value they bring Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

40. The DSS–BI Connection First, their architectures are very similar because BI evolved from DSS Second, DSS directly support specific decision making, while BI provides accurate and timely information, and indirectly support decision making Third, BI has an executive and strategy orientation, especially in its BPM and dashboard components, while DSS, in contrast, is oriented toward analysts Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

41. The DSS–BI Connection – cont. Fourth, most BI systems are constructed with commercially available tools and components, while DSS is often built from scratch Fifth, DSS methodologies and even some tools were developed mostly in the academic world, while BI methodologies and tools were developed mostly by software companies Sixth, many of the tools that BI uses are also considered DSS tools (e.g., data mining and predictive analysis are core tools in both) Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

42. The DSS–BI Connection – cont. • Although some people equate DSS with BI, these systems are not, at present, the same • some people believe that DSS is a part of BI—one of its analytical tools • others think that BI is a special case of DSS that deals mostly with reporting, communication, and collaboration (a form of data-oriented DSS) • BI is a result of a continuous revolution and, as such, DSS is one of BI's original elements • In this book, we separate DSS from BI • MSS = BI and/or DSS Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

43. A Work System View of Decision Support (Alter, 2004) • drop the word “systems” from DSS • focus on “decision support” “use of any plausible computerized or noncomputerized means for improving decision making in a particular repetitive or nonrepetitive business situation in a particular organization” • Work system: a system in which human participants and/or machines perform a business process, using information, technology, and other resources, to produce products and/or services for internal or external customers Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

44. Elements of a Work System Business process. Variations in the process rationale, sequence of steps, or methods used for performing particular steps Participants. Better training, better skills, higher levels of commitment, or better real-time or delayed feedback Information. Better information quality, information availability, or information presentation Technology. Better data storage and retrieval, models, algorithms, statistical or graphical capabilities, or computer interaction --> Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

45. Elements of a Work System – cont. Product and services. Better ways to evaluate potential decisions Customers. Better ways to involve customers in the decision process and to obtain greater clarity about their needs Infrastructure. More effective use of shared infrastructure, which might lead to improvements Environment. Better methods for incorporating concerns from the surrounding environment Strategy. A fundamentally different operational strategy for the work system Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

46. Major Tool Categories for MSS Source: Table 1.4 Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

47. Hybrid (Integrated) Support Systems • The objective of computerized decision support, regardless of its name or nature, is to assist management in solving managerial or organizational problems (and assess opportunities and strategies) faster and better than possible without computers • Every type of tool has certain capabilities and limitations. By integrating several tools, we can improve decision support because one tool can provide advantages where another is weak • The trend is therefore towards developing hybrid (integrated) support system Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

48. Hybrid (Integrated) Support Systems • Type of integration • Use each tool independently to solve different aspects of the problem • Use several loosely integrated tools. This mainly involves transferring data from one tool to another for further processing • Use several tightly integrated tools. From the user's standpoint, the tool appears as a unified system • In addition to performing different tasks in the problem-solving process, tools can support each other Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

49. Summary Business intelligence (BI) methodology and concepts and relate them to DSS The concept of work systems and its relationship to decision support